Directed by Andreas Nilsson of Biscuit Filmworks UK, this 40-second spot for TK Maxx out of Wieden+Kennedy (W+K) London opens with the cat rummaging in a red TK Maxx bag and emerging triumphantly with a red loafer perched on her head like a fabulous hat. Her owner snaps a picture and posts it with the caption “Cat’s got style.” It instantly goes viral. We cut to the boardroom of a major fashion house, where trend spotters recognize they’ve discovered a hot new look. The scene then shifts to a major catwalk moment, with models and fans wearing versions of the cat’s now-iconic red “loafer hat,” cameras flashing. Suddenly, we snap back to reality and the cat is back on the sofa as her owner gently removes the shoe with the perfect line–”Give me that, you little bargain hunter.”
The film is the centerpiece of a new campaign which celebrates TK Maxx’s ability to elevate everyday styling with big brands, great quality, new trends – all at incredible savings. It reinforces the retailer’s commitment to offering stylish, high-quality fashion and homeware at amazing value, with new finds from international names, emerging designers and classic labels arriving throughout the week.
In a joint statement, Freddy Taylor and Phillippa Beaumont, W+K London group creative directors, shared, “TK Maxx has got bags of style, so we wanted to show that off in true TK Maxx fashion. Enter, stage right, a cat with main character energy and a red shoe on its head. Only at TK Maxx could you walk in for a great outfit and come out as a style icon.”
